Overseas interest in Fashion Week not hampered by SARS

Organisers of this year's Mercedes Australian Fashion Week (MAFW) are predicting a 25 per cent jump in international visitors despite the Iraq war and the deadly SARS epidemic.

The event, to be held May 4-8, was launched against the spectacular backdrop of Sydney Harbour last week, giving the public a sneak preview of outfits from the spring/summer collections from more than 60 designers.

Founder and chief executive Simon Lock said MAFW would this year include a new initiative, The Source, a four-day marketplace featuring more than 150 exhibitors in ready-to-wear, streetwear, New Generation and swimwear.

In addition, the eighth MAFW would be the first international fashion week to be a smoke-free event.

Mr Lock said enthusiasm from international fashion industries had not been dampened by world events.

"Despite the international crises that are on at the moment, with the war on Iraq and the SARS epidemic, we're really pleased that despite all this, our international attendance this year is up 25 per cent, which is really quite astounding," Mr Lock said.

"Our market visits, our international showcases to London, New York, Beijing and Japan are really paying off but ... it's just testament to the recognition of the Australian fashion industry internationally."

MAFW organisers were in daily contact with delegates from Hong Kong and Singapore, who will be screened before leaving home, and were working with World Health officials and the Australian immigration department to ensure these people could attend the event, he said.

An increased domestic interest had also helped entice the international visitors, with the "longest ever" list of national buyers attending this year.

Meanwhile, Mr Lock said MAFW would attempt to "deglamorise smoking" as part of its smoke-free initiative.

"A lot of the imagery and a lot of things that we're doing in our industry are attracting young people to take up smoking. We want to send a strong message to young people that the fashion industry doesn't think smoking's cool in any way," he said.

Fashion week will be held around Sydney's Circular Quay precinct with shows from Australian designers Akira, Leona Edmiston, Morrissey, Wayne Cooper and Zimmermann.

Peek viewing
Next week, more than 1000 ensembles will twirl down the runway at Australian Fashion Week's spring-summer shows. Here's a sneak-peek at five designs that will make their way down the catwalk.